Rarekind, an iconic beauty brand founded in Korea, their main focus is lipstick and lip glosses.

Our task in this creative partnership with Rarekind was to create a visual identity from the ground up. From initial strategic positioning, to campaign propositions and primary and secondary packaging for the brand.

Visually, we developed a unique logotype with a stand out font drawn especially for Rarekind. We developed a system of brand marques, that represent the marque in different stages, one shows the marque in a still state while the second shows the mark in movement. The idea behind this was to showcase a smudge marque which represented the idea of smudged lipstick.

The brand encapsulates the playful,adventurous and energetic personality of Rarekind.